| Summary: | 碩士 === 中原大學 === 資訊管理研究所 === 100 === The study aims to understand influence of customer satisfaction, regret, and switching cost on blog users from blog to facebook and the reasons. The study expects to provide relevant community website proprietors with suggestions for community website management via switch intention factors. The study knows influence of customer satisfaction, regret, and switching cost on blog users from blog to facebook via literature analysis and in-depth review. Research objects are divided into three groups: 1. complete switchers from blog to facebook (four people), 2. partial switchers who use both blog and facebook (three people), and 3. non-switchers who use blog instead of facebook (two people). The study conducts an in-depth interview via an interview outline and then sum up influencers of these nine users from blog to facebook.
The main findings of the study are summed up as follows:
1. Correlations of blog customer satisfaction and switch behavior are not high, and only switch behavior of non-switchers is related to blog customer satisfaction.
2. Facebook customer satisfaction is related to blog switch behavior.
3. Correlations of blog customer regret and switch behavior of blog users from blog to facebook are different for different interviewee features.
4. Correlations of facebook customer regret and switch behavior of blog users from blog to facebook are different for different interviewee features.
5. A switching cost is related to a switch behavior.
6. The factors of being from blog to facebook can be divided into two types: separately functional and external factors. A function factor means a facebook function per se, including information mobility, convenience and external expansion in technology and manipulation ease of facebook. An external factor means a driving force of the times trend.
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